Long

In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s